Inbound marketing is the way to market your brand. However, many business owners still believe that inbound is just a “nice to have” as opposed to a necessity in business today. But it’s 2016, and it’s clear that this isn’t the case. It’s absolutely essential to success in business.
What Is It?
If your company has been solely focused on outbound marketing, like mailed brochures, TV and radio ads, digital ads, and billboard advertisement, you might not be totally clear on what exactly inbound marketing is.
Inbound marketing is the way to get your brand found online by customers. It uses content, SEO, and social media to lure in web visitors. Then, it uses strategies like calls to action and landing pages to convert traffic into leads and lead nurturing tactics such as email marketing to move them down the sales funnel. Once sales are made by inbound sellers, customers are then engaged and delighted into brand ambassadors for increased loyalty, upselling, and referrals. Inbound is a long-term strategy that requires time and patience, but pays out quite handsomely in the end.
There are several reasons why inbound is essential to businesses in 2016.
In Sync with Today’s Sales Process
People use the internet to search for information before making purchases. They want to find answers to their questions, they want to find solutions to their problems; they want to read reviews, compare prices, and check out different companies. That’s the way they’re buying in 2016. The internet now plays a huge role in business, and you can’t ignore it. If you’re not adapting to today’s sales process, you’re going to fall behind.
Ad Blockers Are Popular
If the only form of digital marketing that you use to target customers online is advertisement, you’re fighting an uphill battle because digital ads don’t work. Web visitors completely ignore them because they’re interruptive in nature—especially pop-up ads. They don’t care; they don’t want to see them. This type of outbound digital marketing tactic is especially useless due to the increase in ad blockers that users install in order to block out the nuisance of ads that are disrupting their web experience.
Inbound marketing is a far more effective alternative digital marketing method. It’s about creating and sharing buyer-focused content that your audience actually wants to see. With inbound, your audience will actually seek out your content, making your job a whole lot easier and your customers a whole lot happier. Stop bothering people; instead, give them what they actually want.
Inbound Costs Less than Outbound
With increased competition, you need to get leaner and reduce your costs in order to stay ahead. And switching your outbound strategy to inbound is a great way to save money because it’s much more cost effective. Leads obtained from inbound efforts cost 62% less than those from outbound. You don’t have to pay for costly ads—you just have to create great content and put in the required consistent effort that inbound needs to be successful. Plus, inbound is sustainable and scalable. Content that you write today will continue to produce leads years down the line, at no additional investment. You can’t say the same about ads that expire—once they disappear, so does your traffic.
Engage a Digital Marketing Agency
If your company can’t be found online, you might not survive in today’s business environment. Inbound marketing is essential to businesses in 2016, and you have to get on board or risk perishing. If you don’t think you’re digitally savvy enough to create and implement your own inbound strategy, consider engaging a digital marketing agency for help. An inbound agency can get your business found online, so you can reap the rewards.